Does removing fee wording from the heading and button lift conversion?
Our mobile homepage heading and button both mentioned fees. We rewrote them to focus on getting the registration done. Conversion rose 2.8% over 14 days, short of our confidence bar but safe to implement, so we rolled it out.
Do No Harm Mobile 14 days Called at 90%
The hypothesis
By removing fee wording from the heading and button and focusing on the result visitors want, we will ease worry about cost, resulting in more form starts and orders.
The heading and button on the homepage both talked about paying fees. For most visitors, fees are the least welcome part of renewing a registration, so leading with them can raise doubt before the form even starts.
The same change had already won on the desktop homepage. We ran it on mobile to confirm it was safe before rolling it out on both devices.
Conversion on the mobile homepage does not drop compared with the control.
A do no harm test is not trying to win. It is judged against the criterion above, and is never counted toward the win rate.
What we changed
We took the fee wording out of the mobile heading and button.
The control heading and call to action button both mentioned fees. The variation rewrote the heading to focus on renewing the registration and changed the button wording to match, with no mention of fees. The form and the rest of the page stayed the same.
- Heading rewritten without fee wording
- Button wording rewritten to match
- Focus on getting the registration done
The result
Removing fee wording lifted mobile conversion 2.8% in 14 days.
Conversion was 2.8% higher for the version without fee wording over 14 days. The lift did not reach our confidence bar, but this test only had to show no loss, and it did.
We implemented the new heading and button on mobile so both devices share the same wording, since the desktop version had already won.
What we took from it
Leading with the result, not the fee, did no harm on mobile.
On desktop, dropping the fee wording produced a clear win. On mobile the lift was smaller and did not reach our bar, but it pointed the same way. That was enough to roll it out and keep 1 consistent message on both devices.